VIC136H1 Chapter Notes - Chapter Podcast 2: Moshi Monsters, Paul Irwing, Erving Goffman
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Last week’s topics:
Explain how good manners are mostly "arbitrary."
• Manners are culture speciﬁc and are essentially arbitrary and a social contract, there are no
speciﬁc reasons for manners
Manners came from the court etiquette of Louis XIV of France, courteous manners and courtly
manners. The aristocracy (noble born) were the model for how people wanted to and should act.
In living everyday reality, social class is the result of "negotiation" - explain.
• Manners, in general, work towards social cohesiveness. It is more about protecting someone
else’s face then protecting your own. You are treating someone with respect and protecting
their face, their self-respect.
• Face (used by Irwing Goffman — sociologist): A society includes struggles and negotiations
about keeping, maintaing and protecting face/facework.
• You are treating people of equal status as if they were superior, calling them “Sir”, “Doctor”.
In recent times in languages like English, people of equal status are addressed with terms that
historically designated higher status. Give some examples.
• thou: you is like tu: vous
Logos that motivate people to buy, try, or use.
• A brand is what a product or service stands for around the world.
• Comes from a Viking word meaning “burn”: burning a mark, trademarking
something, burning ideas into peoples’ minds
• People trust and love brands
• In Victorian times, brand-new products were luxuries and over time, they became
more popular and affordable and today, we have an abundance of material to produce
• 1950s: era of self-service and the supermarket, brands became much more
vibrant and colourful to stand out, they had to be recognized
• 1920s: era of the radio, graphics and commercial era that art and brands
were being created
• The Brand is a market, marketers want us to buy both the brand AND the product
• A brand used to be a logo/product/advertisement/song but people put brands in the
context of their daily lives and want to see brands interact with them in ways that
they care about
• Brands tap into existing social concerns to offer solutions to our problems
• How can we tie back an issue of parents not being able to connect with their kids
because of technology to a product?
• ex. Moshi Monsters; started as a free online game for kids that was
educational as well as social — parents thus loved it as much as kids
• Wants to grow a brand into different forms of entertainment, into
merchandise, TV, etc.